People en Español FESTIVAL & PODEROSAS LIVE!

11752511_10153494210604485_2364172841047918375_nKEY OUTCOMES

  • Developed content strategy for FESTIVAL & PODEROSAS LIVE!
  • Developed creative content & script for panels & performances
  • Activated the Texas Blogueros program reaching over 1 Million user
SITUATION

PEOPLE en Español’s annual FESTIVAL & PODEROSAS LIVE aims to entertain, inspire and unite Hispanic families around an unparalleled celebration of culture. FESTIVAL & PODEROSAS LIVE! have become one of the year’s most anticipated celebrations of Hispanic culture featuring today’s hottest celebrities, expert panels and family-fun activities. PEOPLE en Español wanted to create relevant content in order to reach Latina Millennials and tasked MRC to develop the overall content strategy and programming for FESTIVAL in San Antonio and PODEROSAS LIVE! in Miami.

APPROACH

We know that content needs to be relevant and engaging in order to reach Latina Millennials and that bicultural Latinas are more in tune with what is happening in both Spanish and English media. With these key insights, we sought to develop content for panels and sessions that were inclusive of this experience, bilingual and provocative. This included talk shows, a tribute to a Latin American icon, live performances and Q&A’s with Latino celebrities. It was also important to offer a customized Texas Bloguero program that helped elevate the discussion online using #FESTIVALPEOPLE & #25PODEROSAS

OUTCOME

By developing content that was fresh, new and fun, we were able to connect to today’s Latina Millennials at FESTIVAL & PODEROSAS LIVE! Overall, we developed over 50 sessions including a Tribute to Don Francisco, PODEROSAS LIVE! VIP Luncheon, The Game-Changer Spotlight with Becky G, Zendeya, Leslie Grace, Matt Hunter & Miguelito, the opening ceremonies, a Border in Crisis panel with Congressmen Joaquin Castro and Cuellar and Henry Cisneros, Latinos in Hollywood and telenovela panels and much more. We also activated the Texas Blogueros during FESTIVAL reaching over 1 Million users during #FESTIVALPEOPLE.